Must-Haves Of A Subscription Landing Page To Get More Conversions
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Learn How To Increase Conversions Via Subscriptions Landing Pages
The current eCommerce economy is trending toward subscription business models.
Most brands have set up subscriptions and think having a good website is enough for acquisition and retention goals.
They rely on their website to generate leads and conversions, ignoring another vital page—the landing page.
Landing pages have a 5 to 15% conversion rate compared to the conversion rate of websites, which is 1 to 3%.
And so, if you’re a Shopify store owner or a marketer and want to know how you could boost conversions with landing pages, read on.
First, what exactly is a landing page for subscriptions?
What is a subscription landing page?
A landing page is a standalone web page created for specific campaigns. It appears when customers click links or call-to-action buttons on content created for the campaigns.
Its primary purpose is to help capture customers' information via lead-capture forms. How does that work?
A subscription landing page is designed to drive your audience to take favorable actions and tell them why they should take those actions, thus, generating leads.
A subscription landing page mostly talks about the benefits of the products and services you offer for recurring purchases via your subscription plans. It tells potential customers how the subscription would benefit them.
This page can be designed around various goals of your subscription business and campaigns. For example, it could be created to generate leads, to encourage existing subscribers to upgrade their subscription plan, etc.
There can be many purposes for creating landing pages, but what are the advantages of having a landing page for your subscription business?
Why create landing pages for subscriptions?
By now, it's clear that you can build many different landing pages to meet various goals for your subscription business. So now, let's explore the benefits of having landing pages for your subscriptions.
It helps bring better results
As opposed to relying on your website or subscriptions page, landing pages can help you bring better results. The good part is you can have many landing pages, depending on your many goals.
For example, suppose you're running a campaign to generate leads for your new add-on services as part of your subscriptions. In that case, you could focus on informing customers about its benefits, how it will improve their experience, and price advantages.
It helps collect potential customers’ information
When people who land on your landing page click on a call-to-action or fill out a conversion form, it means you've collected valuable information.
This information could be customers' contact details, demographic data, etc., which your various teams can then use to analyze, create customer personas, craft targeted marketing/sales campaigns, etc.
It helps understand engagement levels
Your landing page audience includes those who would have clicked on an ad, a social media post, or a blog post after searching for a keyword.
This means they know what they're getting into—either they're ready to sign-up, to be sold to, to gather more information, or whatever their needs are at the stage in which they are.
And so, when they click on your call-to-action buttons, you will know if they are genuinely interested in your subscription.
Moreover, those who share redundant contact details, are those who are least interested—and hence, best avoided.
It helps you share the exact information your customers need
People searching for more information about your product or service would search for related keywords.
If they discover your content via specific keyword searches, it means they already know what they're looking for and want to learn more.
In this case, sending them to a relevant landing page that helps provide more information to them than a generic website page is better.
The landing page lets you provide your potential customers with better and more targeted information.
Try EComposer Landing Page Builder for free to explore 100+ pre-made templates with powerful landing page editor.
Elements of a subscription landing page to drive more conversions
Unique selling proposition
Every online store is jumping on the subscription trend, so how will you stand out?
This is why creating your unique selling proposition (USP) before you launch your subscriptions is critical.
Your subscription USP must tell customers why they should choose your subscriptions over others'. In short, it's the key differentiator between you and your competitors.
Take the example of Birchbox—it's a curated box of beauty products. Their USP is they take personalization to another level. When their customers join the subscription, they participate in a quiz, a Q and A of sorts, which helps the brand understand the customers' preferences, likes, dislikes, etc.
Moreover, the brand never sends the same product twice. That's another key aspect that differentiates them from many beauty subscription boxes.
Elements on your landing page that can help you clearly tell your USP:
* The headline: It is the first thing the audience reads, will catch their attention, and set the tone for what they should expect. Hence, write a headline that tells your unique proposition on that landing page. Keep it short, crisp, and to the point.
* The supporting headline: This is a line that will follow your headline. Because you can only write a couple of words in the headline, write a supporting headline that supports the headline. This line should be an extension of what you convey in your headline.
* Supporting copy: By the time your audience reads the supporting headline, they should be curious to read more. And that's why your supporting copy is important. Explain more about your offer and value through the supporting copy, which is the copy of the rest of your landing page.
* Images or videos: As the famous adage says, 'A picture speaks a thousand words,' your landing page must have a visual representation of the product or service offered in your subscriptions.
Here are some cues to choose the best visual:
* Your visitor landed on this page from another source—for example, a social media post, an advert, etc. Make sure you avoid repeating the image they saw on the previous source.
* Choose a visually attractive and clear image.
* Ensure the visuals help influence your audience and bring you closer to your landing page goals.
* Product zoom option: This feature enables customers to zoom into your product or service. It is most beneficial for product-based subscriptions. The more detailed information you provide via your landing pages, the better the conversion chances.
* All important product/service details: Provide as much detailed information as possible. Visitors should not be left guessing. At times, when consumers aren’t able to find the complete information, they tend to lose interest.
The value proposition of your subscription
According to a McKinsey study, value is the most important reason for subscription sign-ups—it’s a priority factor for 62% of consumers.
Look at this table to learn what motivates customers to sign up for subscriptions:
But here’s the thing; many retailers think the features and benefits are enough to demonstrate the value of the subscription, but they’re not.
Good perceived value = the right combination of offerings, pricing, and overall experience.
And your value proposition should match your product and industry. For example, if it’s a food business, freshness, low carbs, and fast deliveries could be the value you highlight.
If it’s an automobile service business, higher mileage, lower carbon footprint, etc., could be your value proposition.
And your landing page should focus on the value.
Here are some cues:
* Your value proposition on each landing page could be different. It must be relevant to your campaign goal.
* The value proposition should be relevant to your target customers' buying journey.
* Describe the features of your product/service, but in a way your audience gets to know how it will benefit them.
* Price is one of the biggest reasons consumers opt for subscriptions. Highlight the price benefit. For example, ‘You save $500 annually.’
Here’s an example from a dog food subscription business.
People like to validate their choices by seeing what others say about them. For example, before we purchase, we want to read reviews and ratings. That's what's social proof.
It can either be specially collected from customers or be gathered as user-generated content. For example, customers' social media posts appreciate your products and services.
There are many types of social proof you can include in your landing pages:
* Customer reviews
* Case studies
* Customer testimonials and quotes
Here’s an example:
The goals of all your landing pages may be different. For example, it could be to get newsletter sign-ups and eBook downloads, increase sales, acquire new sign-ups, attract high-quality leads, etc.
And to achieve these goals, you'll need call-to-action buttons. When you know your goals, writing relevant and high-converting call-to-action copy becomes easier.
Usually, call-to-action buttons are standalone or part of lead-generation forms.
Your call-to-action buttons are related to your USP. They should convey what the visitor will receive if they click the button.
Here are some tips for writing the best CTAs for your landing pages:
Here are some tips to write the best CTAs for your landing pages:
* It should reflect your value proposition
* It should include the action your customers need to take to convert
* The button should be easy for customers to click
* It should be clear to the customers what they’re clicking for
* The CTA should align with your conversion goal
Here’s an example:
One of the best ways to let customers know you have the solution to their pain points is to include an FAQ section on your landing page.
The idea is to think from your customer's perspectives—their doubts, confusion, and questions about the product. What are their problems, and how can you weave them into your value proposition?
Moreover, you can also use this section to share the most basic information, such as how your subscription works, why customers should sign up for it, what kind of price benefits they can receive, etc.
Here are some cues to make the most of the FAQs section:
* Identify your potential customers’ top objections to your subscription—what are the things keeping them from signing up?
* Pick the most common or popular concerns and answer them.
* Avoid too many questions. It can make your landing page look text heavy and put off customers.
* Create categories of questions and have subheads—for example, payment, deliveries, cancellation, etc.
Do you want to increase conversions via your subscription landing pages?
You sure do! But remember, to achieve high conversion rates, your landing pages should focus on the customer.
Center your landing pages around customer needs. Present your subscription products and services so that customers see real value.
Create various campaigns to target customers at different stages in their subscription journey. Automate your campaigns using an intelligent subscriptions app.
Explore the Appstle Subscriptions and Loyalty app. Built for Shopify businesses, the app helps you build customizable subscriptions.
The app provides complete control to merchants to set up, customize and manage subscriptions.